Engaging with the media

• Make sure you have everything the journalists will need – people to interview, background briefings, reports, facts and figures, and case studies. If you invite broadcast media, they will need something to film ie not just talking heads but moving pictures.
• Time the press conference early in the day if possible.
• Promote the press conference to the media well in advance and send reminders. Make sure the alert contains a compelling reason for them to attend.

Most researchers would prepare a media release with the assistance of their institutional communications team. However, if your CRE wants to send out its own release (see Content creation guide), here is what to consider when sending out:

• Make sure you have approval for the media release, including all quotes. This would generally be from a department head or similar, and this needs to be factored into the timing.
• Define the audience of journalists you want to target. Is this for a general or specialist audience? For example, your media release might not be of general interest but might be better targeted at health reporters or trade publications.
• Decide on the timing. Morning is best, as newspapers usually finalise stories by late afternoon and television by early afternoon. Radio news reports are hourly, so at the beginning of the hour is best.
• Often media releases are sent to selected journalists in advance, under strict embargo (i.e. you are asking the journalist not to publish until a specified time). Generally, journalists like to break a story themselves, so sending it to one journalist only may increase the likelihood they will cover it. Alternatively, you can send to a small number of trusted contacts, but be transparent that they do not have it exclusively. Give them plenty of time – a few days – before the embargo lifts so they can go into the story in some depth.
• Make sure all contacts and spokespeople named in the media release are available for contact at that time.
• Does the media release relate to other news that’s happening at the moment? You might tie it in with a certain day (World Obesity Day), political developments, etc. Avoid busy news days – for example, sending out at the weekend can be better than mid-week.
• Include contact details for spokespeople and make sure they are available when the release goes out.
• Include associated photographs, videos, reports etc as attachments.
• Send out via:
  • your university’s media office
  • medianet (with a cost)
  • email to specific journalists (create your own media list of journalists who have previously written about this issue). Make sure you put the media release in the body of the email, not as an attachment.
  • link to the release via social media (Twitter is best). The release will need to be hosted on your website so you have a link to embed in the tweet.

For examples of media releases, visit your university’s media pages or look at the Prevention Centre.

• Many researchers build excellent relationships with journalists and are often approached for expert comment. Consider journalists as your stakeholders. Like any relationship, it takes time.
• If you want to propose an idea to a journalist, email or call them and make sure you put the most significant piece of information in the subject line. They receive hundreds of emails every day and you need to attract their attention.
• When making the pitch for your idea, highlight why the story is relevant for this outlet’s readers.
• You can offer additional resources, such as background information, facts and statistics, publications, etc.
  • Make sure you have statistics, case studies, images/ video/ soundbites easily to hand as they will want these.
  • Make sure you contact them on the day the news story breaks. It will be old news by tomorrow.
  • Be conscious of the journalist’s deadlines and provide anything you have offered them as quickly as possible.

It can be nerve-wracking to do a media interview. Here are some tips.

• Always be polite and friendly.
• Make sure you know your facts – do your research beforehand. Some journalists may agree to give you their questions so you can prepare. They will almost always want to know What, Where, How, Who, Why and When.
• Write down your key messages – the crux of what you want them to convey.
• Stick to the key messages. If the journalist takes you off topic, you can still answer the question then revert back to your key messages. Phrases you could use include:
  • Just to put it in some context…
  • This is a complex issue…
  • To put this in perspective…
  • But let me make this point…
  • That’s true, but what I’m concerned about…
  • That isn’t my area of expertise, but what I can say is…
  • I’d also like to add…
  • What’s critical to remember is…
• Try to anticipate difficult questions and how you will answer them.
• Ask whether the journalist will quote you, or whether they just want a background/. If they are quoting you, be careful what you say as you won’t generally have the opportunity to approve what they write.
• There is no such thing as off the record. Only ever say something you would be happy to be attributed to you.
• If you are involved in broadcast recording – remember while the ‘noddies’ or ‘two shots’ are being filmed the mic could still be recording.
• Stop and think before you answer each question.
• Try to give closed answers – ones that don’t require the question to make sense (especially in radio or TV). For example, if someone asks you ‘What are the key drivers of obesity’, don’t just list them, but start the sentence with… ‘They key drivers of obesity are…’
• Talk to the journalist as if they were an interested 16 year-old.
• Remember the journalist is the representative of their audience and is asking the question the audience will want to know.
• After the interview, make sure you’re available for the journalist to contact you to check their story. You could follow up with an email thanking them for the interview and letting them know that you are available to check any facts.

Outlets like the Conversation, Guardian, SMH/Age, etc are very competitive. They usually like you to pitch first.

• When making your pitch, focus on the ‘so what’ – the crux of what makes your opinion new and interesting.
• Provide the context for the opinion article – it is necessary for them to run it now because…
• Make sure you include your research credentials, but lower down in the email.
• Avoid all research jargon at any cost. The Conversation is pitched at a readership of age 16, the other outlets at a readership of about 12.
• Consider non-mainstream outlets, such as Croakey, the Mandarin, MJA Insight, PHAA – wherever your target audiences are likely to go for opinion.
• Check what the outlet has run on this subject before.
• For more information, see the Guardian, The Conversation, SMH, The Age, ABC.

• Make sure you are following the guidelines of your relevant institution/university’s social media policy
• Try to tag/mention other key stakeholders to ensure wider engagement
• Use #hashtags that will help promote the post and ensure wider reach
• Use eye-catching imagery if possible or make sure the url link has a strong image
• Like/respond to engagement as appropriate but avoid engaging in unnecessary debate

Read our guide on the basics of social media.